The performance marketing industry is an increasingly dynamic space that is growing in importance as the tug-of-war between gambling operators plays out across the United States. Marketers are seeking innovative strategies and tactics where they can drive the intended action from users to increase their revenue. With Google clamping down on spammy tactics and unhelpful content, performance marketers have been forced to evolve to stay relevant and effective. While going unscathed from the recent changes from Google, Magnus Boberg from JustGamblers shares how they have evolved since launching in 2018 and how they stay relevant and effective in the evolving digital landscape of online gambling in the US.
Image: Magnus Boberg
Can you give us an overview of your professional journey and tell us about your role at JustGamblers?
My name is Magnus Boberg, and I’m the co-founder and Managing Director for JustGamblers and its parent company, JustMedia Ltd. My professional journey has been centered around search engine optimization, and I’ve worked in different roles at various iGaming companies for the past 10 years. I worked as head of SEO and digital marketing in NetEnt, MrGreen, and Evoke Gaming. During these years, I met my co-founding partner, Tobias Alriksson. We both have a similar background, whereas Tobias had a stronger technical background. Together, we decided to branch out on our own and founded JustMedia and its flagship brand, JustGamblers.
Could you tell us more about JustGamblers?
JustGamblers goes beyond traditional performance marketing, in which we’re building a lifestyle brand and community for online gamblers. It is a trusted platform comprised of information, tools, and resources that players and bettors are interested in. Our primary market is the United States, where we collaborate with American gambling brands in states like New Jersey and Pennsylvania. We launched in 2018 and plan to expand in the US as more states open up for online gambling, including online casinos, sports betting, horse racing, poker, and daily fantasy sports.
What does JustGamblers do differently from other performance marketing companies to stand out and succeed?
There’s no exact recipe for success in this industry, but through changes in performance marketing, JustGamblers focus on building a brand that players and bettors can relate to. Looking at the many changes from Google in recent years, companies can no longer rely on traditional SEO, where marketing channels are filled with content for the sake of having content. It’s crucial that every type of content is purpose-driven, matches users' intention and goes the extra mile besides answering a question in plain text—provide additional context, suggestions, and information that give a richer experience that can help consumers make a better choice. What we’re doing at JustGamblers is that we’re, first of all, building a holistic brand where we are transparent about who we are and our passion for online gambling. We then leverage that passion and knowledge to build helpful tools and types of media that allow us to build a brand that people like to interact with instead of just bouncing off the site once they skimmed the answer to their question.
Do JustGamblers use third-party agencies for any activities, and if so, in what areas?
No, we prefer to handle everything in-house wherever possible. When building a brand, the people behind the brand must be the actual faces and voices seen throughout the platform and social media channels. Using third-party agencies makes us more likely to lose that aspect and risk being inauthentic. Another positive aspect of using in-house personnel is that we are more flexible. In general, if there is a project of opportunity that is compelling to our business direction, we try to find a way to make that a permanent role within JustGamblers rather than outsourcing it.
Outside of third-party agencies, have you incorporated AI into the work processes at JustGamblers?
We’ve experimented with AI, primarily natural language processors (NLPs), and found that it is not at the level where it can efficiently be incorporated into a standard work process. Since our team members are experts in online gambling, their knowledge and comprehension of topics often outshine modern NLPs to the extent that it’s more viable for us to work without tools like ChatGPT and Jasper. This is another aspect that allows us to be authentic, which is essential when building a brand. However, we encourage using AI to improve work processes where it can be implemented since artificial intelligence can potentially revolutionize many areas of performance marketing, including our own operations and procedures.
There’s been an increased emphasis on responsible gambling lately. How is JustGamblers addressing this in its overall strategy?
Before Tobias and I started JustGamblers, we agreed that we wanted to create a genuine brand and a community, something sustainable. This meant that we put responsible gambling at the front and center of our strategy. Not only because it’s the right thing to do morally and from a social point of view but also because we want to build an engaged community of gamblers who truly enjoy gambling as entertainment and a worthwhile hobby. So, from our perspective, we welcome increased pressure from regulators regarding responsible gambling practices because we are well-positioned for it. We’re also fortunate to have Jesper Kärrbrink as an investor, as he is one of the pioneers of responsible gambling in the iGaming industry, having founded responsible gambling initiatives and remained an outspoken advocate for the past decade. He helps provide additional guidance regarding needs and practices that complement the rest of the team.
What are your thoughts on affiliate licensing? Do you expect all states to implement licensing similar to New Jersey?
Since sports betting was legalized in 2018, affiliate licensing is slowly becoming a standard practice. Not all states have it, but I’m confident that all states will adopt an affiliate licensing model similar to what we experienced in New Jersey. It makes sense for them to dictate their terms and who they work with because there’s too much liability on an operator if they deal with an unrestricted pool of affiliate partners. It creates a better environment overall, and licensed partners can openly compete under a shared framework with equal opportunities.
When looking at the US market, there are essentially three brands dominating both the casino and sports betting markets. What are your thoughts on that, and how can the market evolve beyond 2024?
The market has grown fast, and the turnover in operators is remarkable, considering what companies have entered the United States. One pattern that has emerged is that it’s difficult for international brands from Europe: Kindred, Tipico, and just the other day Super Group announced that Betway is withdrawing from the US market. Instead, it’s like you say, three brands are dominating the market: FanDuel, DraftKings, and BetMGM. All of which are well-known American brands that will continue to dominate. It’s likely that some smaller but well-known brands can improve their market share, but in terms of major players, the big three will remain. As a result, there will be more consolidation with mergers and acquisitions led by the leading companies. I also believe that companies will focus on improving the lifetime value of customers by providing a 360 experience. One example of that is the recent example of an online lottery courier by DraftKings and BetMGM’s acquisition of Tipico, which will allow them to rely less on third-party software providers and an opportunity to create more unique experiences for their players.
Before we say goodbye, could you share some of JustGamblers’ Future Plans?
Similarly to operators, we’re up against stiff competition in the affiliate marketing space and plan to expand to more states. Thanks to having an experienced and lean organization, we will continue to successfully adapt to changing requirements in terms of search engine optimization and just iterate on our approach around brand building and creating a reliable and fun environment where visitors not only come for one-off information but return to because we provide a valuable experience. And, of course, our goal is to continuously build a large community of people who enjoy gambling online as much as we do.
Casino Life would like to thank JustGamblers co-founder and managing director Magnus Boberg for taking the time to do this interview.
